Visual brand language (VBL) is presented as being limited and irrelevant for designers. A new approach called holistic brand language (HBL) is proposed that engages more than just sight by incorporating elements that appeal to all the senses. HBL is described as being more dynamic, accessible, and able to reinforce a brand's values by creating a visceral and lasting impression on people.

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EVA
LUTZ
MICHAEL
HAMMOND

3. visual brand language
VBL
DESIGN CONCEPTS, INC. 3

4. is
DEAD
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visual brand language
is an alphabet for designers

6. A unique "alphabet" of
design elements – such as
shape, color, materials,
finish, typography and
composition –

7. if designers love VBL why
Change it?
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8. BECAUSE
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visual brand language is
LIMITED

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visual brand language is
IRRELEVANT

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THE SOUNDOF:
Image Source: https://www.publicdomainpictures.net/en/view-image.php?image=68467&picture=sound-waves

12. DESIGN CONCEPTS, INC. 12 Image source, https://gizorama.com/wp-content/uploads/2015/04/Touchy-Feely-Kickstarter-660x330.jpg

13. DESIGN CONCEPTS, INC. 13 Image Source: http://i.imgur.com/WnbHmTx.jpg

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Image Source:
https://www.bing.com/images/search?view=detailV2&ccid=t3GrJu86&id=648E0D77B4BEC1ED24EF2D77FA943
108CA37F514&thid=OIP.t3GrJu86fLjAh_UpepKjiwHaDt&mediaurl=http%3a%2f%2fi.huffpost.com%2fgen%2f137
0789%2fimages%2fo-BABY-IN-HAT-
facebook.jpg&exph=1000&expw=2000&q=Baby+Smelling&simid=607987094572304946&selectedIndex=0&qft=+
filterui%3aimagesize-large&ajaxhist=0

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‘If I asked people what they wanted they would have
said faster horses
-Henry Ford
with voice command navigation
and hands-free riding, sensual, artisan crafted
touchpoints, empathic mood enhancing scents,
the ability to order a pizza from the road, and of
course a deeper, more consistent emotional
connection to the horse’s brand’

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Where brands meet people.
Charis Tsevis. 2015.
Image:
http://adsynergy.co.uk/brands-meet-
people/

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WHYDo we need to think about this stuff?

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VBL HBL
Image Source: https://www.cooperhewitt.org/2018/02/27/cooper-hewitt-smithsonian-design-museum-to-present-the-senses-
design-beyond-vision/

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holistic brand language can make an
IMPRINT
Image- https://www.youtube.com/watch?v=hre8eUpoJG4

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…And What We remember.
5% of what we see
2% of what we hear
35% of what we smell
1% of what we touch
? of what we taste
How we take it in…
83.0% – Sight
11.0% – Hearing
03.5% – Smell
01.5% – Touch
01.0% – Taste

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holistic brand language focuses on being
ACCESSIBLE

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holistic brand language is
VISCERAL

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holistic brand language lets your brand be
DYNAMIC

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holistic brand language reinforces
VALUE

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holistic brand language handles
COMPLEXITY

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Industrial
Design
Ubiquitous
Computing
Human
Computer
Interaction
Interactive
Controls
Spatial
Experience
Interactive
Environments
Digital
Signage
Guidance
Systems
Information
Architecture
Application
Design
Navigation
Design
Data & Info
Visualization
Functional
Requirements
Software
Development
Generative
Design
Media
Installations
User Interface
Design
Communication
Design
User
Interface
Scenography
Scenario
Design
Motion Design
Human Factors
& Ergonomics
Usability
Engineering
Writing
Linguistics
Interaction
Design
User Experience
Design
Mechanical
Engineering
Electrical
Engineering
Philosophy
Computer
Science
Psychology
Sociology
Sound
Design
Audio
Engineering
Contextual
Requirements
Marketing
Haptic
Design
Scent
Curation
Flavor
Chemistry
Anthropolgy
Gameplay
Design
Gameplay
Design
Design
Strategy
Industrial
Design
Communication
Design

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Jacob’s Brand Ladder Model
Source: Capsule

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VBL HBL

35. visual brand language is
DEAD
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visual brand language is
DEAD

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Holistic brand language
LIVES

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BRAND VALUES
+
DESIGN PRINCIPLES
+
DESIGN ELEMENTS (SIGNALS TO SENSES TO EMOTIONS)
+
DIMENSION (TIME/PLACE)

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COLOR | STRUCTURE | VOICE | BALANCE | TONE
DESIGN ELEMENTS (SIGNALS TO SENSES TO EMOTIONS)

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COLOR | STRUCTURE | VOICE | BALANCE | TONE

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COLOR | STRUCTURE | VOICE | BALANCE | TONE
Image Source:http://i.pinimg.com/736x/af/8b/db/af8bdbf07fbfe25958176912b84604ef.jpg

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COLOR | STRUCTURE | VOICE | BALANCE | TONE
https://theawesomer.com/photos/2013/02/the_meaning_of_life_eye_chart_1.jpg

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COLOR | STRUCTURE | VOICE | BALANCE | TONE
Image source www.yarnsatyinhoo.com/wp-content/uploads/2017/06/3d-stone-test-render.jpg

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COLOR | STRUCTURE | VOICE | BALANCE | TONE
Body of Knowledge – Jaume Plensa

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It’s time to
DISCUSS